{"id":45534,"date":"2020-02-17T05:00:00","date_gmt":"2020-02-17T10:00:00","guid":{"rendered":"https:\/\/bloomerang2dev.wpengine.com\/?p=45534"},"modified":"2025-08-29T17:06:41","modified_gmt":"2025-08-29T21:06:41","slug":"whats-the-impact-of-improving-1st-time-donor-retention","status":"publish","type":"post","link":"https:\/\/bloomerang.com\/blog\/whats-the-impact-of-improving-1st-time-donor-retention\/","title":{"rendered":"What&#8217;s The Impact of Improving First-Time Donor Retention?"},"content":{"rendered":"<p class=\"p2\"><span class=\"s1\"><b>Where Will Your Largest Fundraising Impact NEXT Year Come From?<\/b><\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">This question was being debated among several of my Bloomerang colleagues last week. This is a common occurrence at Bloomerang, since our entire existence is based upon bringing best practices to life for professional fundraisers.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Among the breakthroughs that are now in use by thousands of customers are the following:<\/span><\/p>\n<ul>\n<li class=\"p4\"><span class=\"s1\"> Donor Retention Dashboard<\/span><\/li>\n<li>First-Time Donor Communication Prompts<\/li>\n<li class=\"p4\"><span class=\"s1\">Donor Communications Audits<\/span><\/li>\n<li class=\"p4\"><span class=\"s1\">Donor Engagement Score<\/span><\/li>\n<li class=\"p4\"><span class=\"s1\">Built-In Wealth Screening<\/span><\/li>\n<li class=\"p4\"><span class=\"s1\">Automatic NCOA and Deceased Suppression Processing<\/span><\/li>\n<li class=\"p4\"><span class=\"s1\">Duplicate Checker<\/span><\/li>\n<li class=\"p4\"><span class=\"s1\">&#8230;and so many others<\/span><\/li>\n<\/ul>\n<h2 class=\"p4\"><span class=\"s1\"><b>Addressing the issue of First-<\/b><\/span><span class=\"s1\"><b>Time Donor Retention<\/b><\/span><\/h2>\n<p class=\"p4\"><span class=\"s1\">Why is this so important?<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><a href=\"https:\/\/bloomerang.com\/blog\/donor-retention\/\"><span style=\"text-decoration: underline;\">According to the Fundraising Effectiveness Project<\/span><\/a> the average retention of first-time donors by charities across America is a mere 18%!<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-93428\" src=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/new-donor-retention-rate-yoy-graph.png\" alt=\"New Donor Retention Rate YoY graph\" width=\"2000\" height=\"1135\" srcset=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/new-donor-retention-rate-yoy-graph.png 2000w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/new-donor-retention-rate-yoy-graph-768x436.png 768w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/new-donor-retention-rate-yoy-graph-1536x872.png 1536w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/new-donor-retention-rate-yoy-graph-1568x890.png 1568w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/p>\n<p class=\"p4\"><span class=\"s1\">Yes, that means for ever 100 new donors only 18 of them give again the next year and <b>82 of them do not renew their giving at any level!<\/b><\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Sadly, most of those donors not giving again would probably be inclined to do if even a small amount of proper attention is paid to them.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">There are so many ways to do this, however if your fundraising team can just apply a few basic principles the 18% retention level can be improved immensely. My personal three favorite principles are:<\/span><\/p>\n<ol class=\"ol1\">\n<li class=\"li4\"><span class=\"s1\">Ensure at least three \u201ctouches\u201d occur in the first 90 days after the gift is made, <a href=\"https:\/\/bloomerang.com\/blog\/actually-calling-donors-to-thank-them-does-make-them-more-likely-to-give-again-and-give-more\/\">especially phone calls<\/a><\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">Make the touches as personalized as possible<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">Be different than most of your competition<\/span><\/li>\n<\/ol>\n<p class=\"p4\"><span class=\"s1\">Those seem so commonsense that every charity engaged in fundraising would comply, but time and time again, we see only a boilerplate non-personalized letter being the only response or touch used with the donor. No wonder they soon forget your charity\u2019s mission.<\/span><\/p>\n<h2 class=\"p4\"><span class=\"s1\"><b>The Impact <\/b><\/span><\/h2>\n<p class=\"p4\"><span class=\"s1\">When we look forward to next year and think about where we can most move the needle in funding our mission the math behind First-Time Donor Retention is compelling.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">If you are like most charities fundraising, a large amount of your focus is attracting new donors each year. I know from my experience attending both board meetings and fundraising committee meetings, the conversation seldom shifts away from this topic of finding new donors. Vast sums of dollars and manpower are spent creating new special events, expanding existing events, designing new mailings or calling campaigns.\u00a0<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">This is exactly where the math should begin.\u00a0<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">First, we often spend more than a dollar to raise a dollar from a brand new donor. This is not a sustainable strategy, especially if there are not large amounts of outside capital coming from grants or the government.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Second, and even more importantly, the first-time donor rate of 18% may be one of the easiest fundraising metrics to move in positive direction. Just retaining 10 more out of 100 new donors improves the retention percentage by more than 50%! Properly communication with and retaining just 20 more out of every 100 more than DOUBLES first-time donor retention rate!!<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">So let\u2019s now carry this out with a real world simple example with these details:<\/span><\/p>\n<ol class=\"ol1\">\n<li class=\"li4\"><span class=\"s1\">A charity has 500 existing donors with an average gift of $250 and adds 500 new donors with an average gift of $200 thereby raising $225,000 in year one<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">Each year 500 new donors are added and their average gift remains at $200<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">Their existing donor retention rate is a solid 60%<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">The existing donors continue to donate an average of $250 each year<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">Their current first-time donor retention rate is 20% (right at the national average)<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">Their first-time donor retention rate improves 10% to 30% in the second example<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">Their first-time donor retention rate improves 10% to 40% in the third example<\/span><\/li>\n<\/ol>\n<p class=\"p4\"><span class=\"s1\">Here is a chart illustrating the differences those retention rates can make:<\/span><\/p>\n<p class=\"p4\"><img decoding=\"async\" class=\"alignnone wp-image-45541 size-full\" src=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-1.png\" alt=\"donor retention rates\" width=\"1238\" height=\"286\" srcset=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-1.png 1238w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-1-768x177.png 768w\" sizes=\"(max-width: 1238px) 100vw, 1238px\" \/> <img decoding=\"async\" class=\"alignnone wp-image-45543 size-full\" src=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-2.png\" alt=\"donor retention rates\" width=\"1237\" height=\"291\" srcset=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-2.png 1237w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-2-768x181.png 768w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-2-200x47.png 200w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-2-400x94.png 400w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-2-600x141.png 600w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-2-800x188.png 800w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-2-1200x282.png 1200w\" sizes=\"(max-width: 1237px) 100vw, 1237px\" \/> <img decoding=\"async\" class=\"alignnone wp-image-45544 size-full\" src=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-3.png\" alt=\"donor retention rates\" width=\"1239\" height=\"299\" srcset=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-3.png 1239w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-3-768x185.png 768w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-3-200x48.png 200w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-3-400x97.png 400w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-3-600x145.png 600w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-3-800x193.png 800w, https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/1st-time-chart-3-1200x290.png 1200w\" sizes=\"(max-width: 1239px) 100vw, 1239px\" \/><\/p>\n<p><span class=\"s1\">Here is <a href=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2020\/02\/Improving-First-Time-Donor-Retention.xlsx\"><span style=\"text-decoration: underline;\">a link to download the Excel spreadsheet<\/span><\/a> so you can put in your own numbers and see what even a little improvement can do.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Notice the immense impact, even just a 10% improvement from 20% to 30% can bring in a database of 1,000 donors. There is a difference of nearly $235,000 after just 10 years. That averages nearly $24,000 per year!<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">The next chart illustrates what a 20% improvement in first-time donor retention can do.<span class=\"Apple-converted-space\">\u00a0<\/span>In this example the financial impact is nearly a half a million dollars!<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">My personal favorite portion of the impact is the number of retained donors gained. Both example are dramatic, however the second example brings to life the fact that the number of existing donors STOPS declining! Just imagine what that means to the potential pool of major gift and legacy gift prospects. We all know that the best prospects for either have been giving five years or longer so keeping that pool of people steady or even increasing is such an asset for the future.<\/span><\/p>\n<h2 class=\"p4\"><span class=\"s1\"><b>Summary<\/b><\/span><\/h2>\n<p class=\"p4\"><span class=\"s1\">Whether you love statistics, or prefer a good novel, the evidence is overwhelming of just where you might find your biggest fundraising impact area in 2024.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">If you and your team can establish the goal of improving first-time donor retention this year the impact on next year&#8217;s fundraising results could be monumental. We suggest you shoot for at least 10% and see what happens.\u00a0<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Here&#8217;s another <a href=\"https:\/\/bloomerang.com\/member-benefits\/donor-retention-spreadsheet\/\">link to the Excel spreadsheet<\/a> we used. Try adding your own fundraising metrics and watch its impact.<br \/>\nMay next year be your best fundraising year ever!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Where Will Your Largest Fundraising Impact NEXT Year Come From? This question was being debated among several of my Bloomerang colleagues last week. This is a common occurrence at Bloomerang, since our entire existence is based upon bringing best practices to life for professional fundraisers. Among the breakthroughs that are now in use by thousands [&hellip;]<\/p>\n","protected":false},"author":171,"featured_media":78751,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1],"tags":[],"cause":[],"article_author":[],"webinar_host":[],"topic":[206],"class_list":["post-45534","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","topic-retain"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast 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